Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective

This study proposed five novel constructs – green satisfaction, green affect, green trust, green brand loyalty, and green brand equity – and explored the positive relationships between these constructs. Electronics products in South Korea were the focus of this research. This empirical study was carried out by the one-to-one interview method using a structured questionnaire. The results showed that green brand satisfaction has a positive effect on green trust, affect, and loyalty. In addition, the results revealed that green brand, trust, and affect have a significantly positive influence on green brand loyalty. Furthermore, we found that green brand loyalty has a strongly positive influence on green brand equity. This study suggests that in addition to the perceived green trust arising from eco-friendly attributes, green affect characterized by positive emotional consumption plays an important role in building green loyalty and green brand equity for sustainable development. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment.

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